Chapter 7B Business.channels.direct
Transcript of Chapter 7B Business.channels.direct
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BusinessBusiness--toto--BusinessBusinessMarketingMarketing
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2. Creating Value2. Creating Value
The ProcessofThe Processof
Business Channel ManagementBusiness Channel Management
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Session 8b:Session 8b:
Business ChannelManagementBusiness ChannelManagementDirect ChannelsDirect Channels
OverviewOverview
I. FieldSales Force AlternativesI. FieldSales Force Alternatives
II. DirectMarketing AlternativesII. DirectMarketing Alternatives
III. Integrated LogisticsSystemsIII. Integrated LogisticsSystems
IV. TargetedSellingIV. TargetedSelling
V. ConclusionsV. Conclusions
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Business ChannelManagementBusiness ChannelManagementDirectSellingOrganizationsDirectSellingOrganizations
RelationshipRelationship--BasedDirectSellingBasedDirectSelling
Strategic AccountManagementTeamsStrategic AccountManagementTeams
Major AccountTeamsMajor AccountTeamsNational Account ContractsNational Account Contracts
TraditionalSales ForceTraditionalSales Force
EDIEDI--Based CommerceBased Commerce
InsideSales ForceInsideSales Force
DirectMarketingGroupsDirectMarketingGroups
eCommerceeCommerce
High ProfitHigh Profit
AccountsAccounts
Low ProfitLow Profit
AccountsAccounts
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FieldSales Force Alternatives
TransactionalTransactional
Sales ForceSales Force
SystemSellingSystemSelling
TeamTeam
NationalNational
AccountsAccounts
ProgramsPrograms
StrategicStrategic
AccountAccount
ManagementManagement
High ProfitHigh Profit
AllianceAlliance
AccountsAccounts
Medium ProfitMedium Profit
TransactionalTransactional
AccountsAccounts
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FieldSales Force AlternativesFieldSales Force AlternativesTransactionalSales Force CharacteristicsTransactionalSales Force Characteristics
productorservicefocusproductorservicefocus
taskscompleted byindividualsalespersontaskscompleted byindividualsalesperson
looseconnections betweensalespersonslooseconnections betweensalespersons
territory basedwithscheduledroutesterritory basedwithscheduledroutes traditionalsellingactivitiestraditionalsellingactivities
presentationspresentations
ordertakingordertaking
problemproblem--solvingsolving
accountmaintenanceaccountmaintenance
compensationcompensation salarypluscommissionor bonusonsales quotasalarypluscommissionor bonusonsales quota
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FieldSales Force AlternativesFieldSales Force Alternatives
SystemsSelling CharacteristicsSystemsSelling Characteristics
solutionfocussolutionfocus productsandservicesthatmeetcustomerneedproductsandservicesthatmeetcustomerneed
temporaryteamstemporaryteams
onerepresentativeforeachcomponentofsystemonerepresentativeforeachcomponentofsystem
membersfromsamefunction butdifferentproductsmembersfromsamefunction butdifferentproducts
teamleaderteamleader
membersonseveralteamssimultaneouslymembersonseveralteamssimultaneously
crosscross--sellingandupsellingandup--sellingemphasizedsellingemphasized
compensationcompensation salaryplus bonus basedonteamsales quotasalaryplus bonus basedonteamsales quota
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FieldSales Force AlternativesFieldSales Force AlternativesNational Accounts Program CharacteristicsNational Accounts Program Characteristics
customizedaccountsolutionsfocuscustomizedaccountsolutionsfocus
nationalorglobalcoveragenationalorglobalcoverage
permanentthoughnominalteamspermanentthoughnominalteams accountmanagerplusregionalrepsaccountmanagerplusregionalreps
multipleaccountsand teammembershipsmultipleaccountsand teammemberships
migrationtowardcrossmigrationtowardcross--functionalteamsfunctionalteams
greaterrelationshipmanagementandlessgreaterrelationshipmanagementandlesssellingactivitiessellingactivities
ongoingandcomplicatedserviceongoingandcomplicatedservice compensationcompensation
salaryplus bonus basedonaccountsalesandactivitiessalaryplus bonus basedonaccountsalesandactivities
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FieldSales Force AlternativesFieldSales Force AlternativesStrategic AccountManagement CharacteristicsStrategic AccountManagement Characteristics
allianceactivitiesfocusallianceactivitiesfocus
permanentcrosspermanentcross--functionalteamfunctionalteam
seeksintegrationofcrossseeksintegrationofcross--functionalfunctionalactivitieswithinand betweenfirmsactivitieswithinand betweenfirms
relationshipmanagementwithminimalrelationshipmanagementwithminimalsellingselling codesigncodesign
systemsintegrationsystemsintegration
total qualitymanagementtotal qualitymanagement
EDIandMRP systemsEDIandMRP systems
compensationcompensation salaryplus bonus basedonallianceactivitiessalaryplus bonus basedonallianceactivities
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II. DirectMarketingII. DirectMarketingAlternativesAlternatives
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DirectMarketing AlternativesDirectMarketing AlternativesInsideSales ForcesInsideSales Forces
Insidesalesforceunits:Insidesalesforceunits: OrdercenterOrdercenter
TelemarketingTelemarketing
CustomerserviceCustomerservice
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DirectMarketing AlternativesDirectMarketing AlternativesDirectMarketingDirectMarketing
Directmarketingunits:Directmarketingunits:
cataloguecatalogue
internetinternet
directmaildirectmail
loyaltyprogramsloyaltyprograms
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III. Integrated LogisticsIII. Integrated LogisticsSystemsSystems
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Integrated LogisticsSystemsIntegrated LogisticsSystems
Designing LogisticsSystemsDesigning LogisticsSystems
1.1. SegmentmarketintologisticallydistinctSegmentmarketintologisticallydistinctbusinessesbusinesses
2.2. EstablishdifferentialservicestandardsEstablishdifferentialservicestandardsforeachsegmentforeachsegment
3.3. TailoruniquelogisticssystemstodeliverTailoruniquelogisticssystemstodeliverdifferentialservicesdifferentialservices
4.4. ExploiteconomiesofscaleamongtheExploiteconomiesofscaleamongthedifferentsystemsdifferentsystems
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IV. TargetedSellingIV. TargetedSelling
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TargetedSellingTargetedSellingMatchingSellingEffortstoRelationshipsMatchingSellingEffortstoRelationshipsSS
uupp
pp
ll
ii
ee
rr
II
nn
vv
ee
ss
tt
mmee
nn
tt
CustomerInvestmentCustomerInvestment
WASTEWASTEoverover--
resourcingresourcing
RISKRISKcompetitivecompetitive
vulnerabilityvulnerability
lowlow
lowlow
highhigh
highhigh
TRANSACTIONALTRANSACTIONAL
SELLINGSELLING
CONSULTATIVECONSULTATIVE
SELLINGSELLING
ENTERPRISEENTERPRISE
SELLINGSELLING
reducereduce
price&price&
costcost
createcreate
newnew
benefitsbenefits
buildbuild
extraordinaryextraordinary
valuevalue
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V. ConclusionsV. Conclusions